Greg Yardley has the latest on Google's new Click-To-Call service. This was inevitable, of course, but it's still interesting to finally see it on the main search page (screenshot below) . Like other click-to-call services, you enter your phone number and an automated system connects you to the advertiser and calls you back. The advertiser never sees your number, but you can see theirs. Current players in this space include Ingenio and Voicestar.
[img src="http://www.yardley.ca/blog/images/google2.gif" caption="" credit="" alt=""]
This is really all about the long tail of advertising - the vast majority of small businesses don't have a website, but they do have a phone. Adwords is of no use to these businesses, but click-to-call is perfect. Google will soon be in a position to profit from every single small business, opening up a whole new stream of revenue. Will that stock price ever stop rising?